Mavi, incorporated in 1991 in Istanbul, is recognized as a highly successful global lifestyle brand, rooted in 30 years of denim expertise. Mavi has been publicly traded since 2017 and has a presence in 34 countries, including Turkey, the USA, Canada, Germany, Russia, and Australia, selling its products through approximately ~4,500 points, including 456 Mavi shops.
Mavi’s trusted brand image translates into high quality and strong pricing power with products positioned between the upper end of the core and the premium segments of the ready-to-wear market. Perfect Fit philosophy guides Mavi in designing jeans that perfectly fit its customers’ lifestyles, body types, and quality expectations. Mavi ranks among the world’s leading premium denim brands and stands apart as the preferred lifestyle brand across female and male consumer segments.
The loyalty program Kartuş, recognized as Turkey’s best-in-class with more than 8 million members, serves as a key tool for Mavi to analyze and leverage customer data. Mavi has a unique brand position with fashion-savvy young adults and continues to gain 1 million new customers every year with its vision of creating the Happiest Mavi Customers.
In line with its global strategy, All Blue, built on sustainable growth through quality, the company integrates sustainability into its corporate culture, vision, products, and growth targets, believing that a better world is possible with a better Mavi. A global team of 5,111 employees, whose hearts beat with denim, works passionately to develop the world’s best and most innovative jeans, driving Mavi to the future on a path focused on people, planet, denim, and community.
Key Milestones
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1991
∙ Mavi (which means 'blue' in Turkish) is founded
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1996
∙ Mavi became the market leader in Turkey
∙ Mavi US and Europe are founded.
∙ Designer Adriano Goldschmied contributes to the designs of both the Molly & Max fits.
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2002 / 2003
∙ Time Magazine recognized Mavi as the first Turkish brand to become an international brand.
∙ The first flagship stores were opened in New York, Vancouver, Berlin and Frankfurt.
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2008
∙ Turkish Private Equity Fund II invested in Mavi.
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2009
∙ Launch of retail strategy; transition from Mavi Jeans to Mavi and focus on growth in lifestyle categories.
∙ Loyalty Program launched at the end of 2007, reaching 1M members in 2009.
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2012
∙ Supermodel Adriana Lima became the face of Mavi
∙ Sportswear Magazine announced Mavi as the best denim bottoms brand in Germany.
∙ New ‘Denim Kitchen’ retail concept launched.
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2013
∙ The Mavi Gold collection was born. This series provided the total premium look with the launch of the Hussein Chalayan Gold Series.
∙ Model Barbara Palvin became the face of Mavi.
∙ Mavi e-commerce site launched.
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2016
∙ Mavi celebrated its 25th anniversary.
∙ Elsa Hosk, Jordan Barrettt and Lucky Blue Smith became the faces of Mavi.
∙ Designer Adriano Goldschmied contributed to the launch of the Indigo Move Premium Collection.
∙ Richard Branson participated in the space shuttle launch wearing Mavi jeans.
∙ Mavi's loyalty program, Kartus, reached 5,7 million members.
∙ Acquisition of US & Canada operations.
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2017
∙ Kıvanç Tatlıtuğ legend at Mavi continues from where it left off.
∙ Published “Mavi Anthology” illuminating Mavi’s unique history with an account of its 25-year branding story.
∙ Mavi’s growth strategy became a course subject at Harvard Business School.
∙ Romee Strijd becomes the global face of the brand.
∙ Published Makers of Today's Istanbul with photographs by Martin Parr.
∙ Began trading on Borsa Istanbul on June 15 following IPO.
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2018
∙ Launched Serenay X Mavi Icon collection with Serenay Sarıkaya.
∙ Created Super Soft denim products in collaboration with Tencel.
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2019
∙ Mavi Black Pro collection created.
∙ Global All Blue strategy introduced, accompanied by the launch of the ecofriendly All Blue collection.
∙ Mavi App, Mavi’s mobile app, went live.
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2020
∙ Merih Demiral who is a star player of turkish national football team and Juventus became the brand face of the sporty line of Mavi.
∙ Became the fırst Turkish apparel brand to disclose its carbon footprint transparently, received the score of B with the report that Mavi submitted to the climate change program, run by CDP.
∙ Became a signatory of the UN Global Compact, the world’s largest corporate sustainability initiative.
∙ Designed a sustainable store concept, opened its first eco-store in Zorlu Shopping Mall.
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2021
∙ Jeans made from recycled plastic bottles were introduced with the Mavi Pro Sport Repreve® collection and the “Mavi Transformation Launched” ad campaign was launched.
∙ The sustainable Les Benjamins x Mavi collection was designed and produced with organic, recycled, and eco-friendly materials in collaboration with the luxury streetwear brand Les Benjamins.
∙ Women's Empowerment Principles (WEPs), the joint initiative of UNGC and UN Women, was signed.
∙ First reports were submitted to the CDP Water Security and Forests Programs. Mavi became the first and only Turkish company to report to the CDP Forests Program in Turkey.